2. a brief history
• Pioneering in film rolls (Golden Goose)
• Had to diversify their business when
digital cameras appeared
• Competitors offered technology with
better costs
• How to react? Acquisition and launching
alternative service solution for Kodak
(was not they core business)

3. Close to failure
• With new products (TV interface, photo kiosk...) could not
differentiate themself form others - Whitmore era. She could
not efficiently execute marketing strategic
• New CEO, Fisher, brought new approach with new services.
Culture issues was a challenge to Fisher that was a tech guy.
Fuji kept selling film rolls and gain market share
• Carp, another CEO decide to focus on digital camera, image
manipulation and printing
• Bankruptcy at the corner
Worldwide Film Market Share, 1990 - 2002E (unit market share, in percent)

4. VIDEO